Move Afrika is an ambitious concert series that aims to put Africa on the map of touring musicians. Developed through a partnership between Kendrick Lamar’s creative services company, pgLang, and Global Citizen, Move Afrika seeks to spotlight the continent and provide opportunities for local artists while bringing international musicians to Africa. The series kicked off in Kigali, Rwanda, and aims to expand to additional countries over the next five years. The initiative not only aims to create jobs within the music touring industry but also challenges the perception that Africa lacks the necessary infrastructure and appeal for global music tours. Through this partnership, Move Afrika hopes to break the mold and establish Africa as a vibrant and desirable location for touring musicians.
Putting Africa on the Map of Touring Musicians
Africa is a continent rich in musical heritage and talent, yet it often gets overlooked when it comes to major global music tours. However, a new initiative called Move Afrika aims to change that by putting Africa back on the map for touring musicians. This article will explore Africa’s relationship with the music industry, the need for proper infrastructure, the potential economic impact, perception issues, and previous efforts to boost Africa’s position in the industry. It will also discuss the role of Kendrick Lamar and Move Afrika, as well as the massive undertaking of the initiative and the five-year plan to make it a reality. Finally, it will touch on the importance of cracking the code for Africa’s music market.
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Africa’s Relationship with the Music Industry
Africa has a vibrant and diverse music scene, with genres like Afrobeat, highlife, and amapiano gaining international recognition. However, when it comes to major music tours, Africa is often left out. The continent is largely seen as an exporter of music and artists, rather than a destination for touring musicians. One of the main reasons for this is the lack of proper infrastructure to support large-scale concerts and events. Without the necessary venues, equipment, and logistical capabilities, it becomes challenging for artists and organizers to plan successful tours in Africa.
The Need for Proper Infrastructure
Infrastructure plays a crucial role in the music industry, especially when it comes to touring. Concert venues, sound systems, lighting equipment, and transportation are just some of the key elements required to host a successful tour. Unfortunately, Africa has often been lacking in these areas. However, with a projected net increase of 740 million people in the working-age population over the next three decades, the need for investment in infrastructure becomes increasingly urgent. By developing the necessary infrastructure, Africa can position itself as a viable option for touring musicians and reap the economic benefits that come with it.
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The Potential Economic Impact
Hosting music tours can have significant economic benefits for a region or country. It injects money into the local economy through various channels, such as production costs, hotel accommodations, transportation, and tourism. An example of this is Global Citizen’s 2022 festival in Accra, which brought in over $15 million to the economy through direct and indirect spending. By attracting international artists and hosting high-profile concerts, Africa has the potential to stimulate economic growth, create jobs, and showcase its cultural richness to the world.
Perception Issues and Reestablishing Roots
Africa has long struggled with perception issues, particularly in the Western world. Stereotypes and misconceptions about the continent have influenced how it is viewed in the global music industry. Negative imagery and outdated narratives have made it challenging for Africa to be seen as a desirable and feasible location for touring. To overcome these perception issues, it is crucial to reestablish Africa’s roots and remind the world of its rich musical heritage and cultural contributions. Initiatives like Move Afrika aim to challenge these stereotypes and present Africa as a vibrant and thriving hub for music and creativity.
Previous Efforts to Boost Africa’s Position in the Industry
In recent years, there have been efforts to bolster Africa’s position within the music industry. Universal Music Group and Warner Music Group, two major music labels, have made acquisitions and investments in African companies and labels. These partnerships have helped showcase African talent on a global scale and provide the necessary resources and platforms for local artists to thrive. Additionally, some African countries, like Zimbabwe, have implemented national strategies to strengthen their music sectors and encourage growth and development.
The Role of Kendrick Lamar and Move Afrika
Kendrick Lamar, a globally recognized artist, has been instrumental in putting Africa back on the map of touring musicians. Through his creative services company, pgLang, and in partnership with Global Citizen, Lamar has unveiled plans for Move Afrika—a concert series curated by pgLang that aims to make Africa a viable option for music tours. Lamar’s personal connection to Africa, both as a source of inspiration and a musician, has motivated him to shine a spotlight on the continent and create opportunities for local artists and entrepreneurs.
Putting Local Creatives and Entrepreneurs at the Center
One of the key aspects of Move Afrika is its focus on empowering local creatives and entrepreneurs. The initiative aims to create job opportunities within the touring ecosystem, including roles in lighting, sound engineering, dancing, choreography, and more. By prioritizing local talent and providing training and skill development, Move Afrika aims to build a sustainable and inclusive music industry in Africa. It recognizes the importance of collaboration and partnership to ensure long-term success and meaningful impact.
The Massive Undertaking of Move Afrika
Move Afrika is a massive undertaking that requires careful planning, coordination, and resources. Global Citizen, in partnership with pgLang, has mapped out a five-year plan to roll out the concert series and establish Africa as a prominent player in the music touring circuit. The initiative’s anchor city for the next five years is Kigali, Rwanda, with additional countries being added to the tour schedule. The goal is to expand to five more countries by 2025, including Nigeria, Botswana, Kenya, Ghana, and South Africa. Move Afrika aims to create a sustainable and predictable environment for entrepreneurs and provide long-term opportunities for job creation.
The Five-Year Plan to Make Move Afrika a Reality
Move Afrika’s five-year plan involves a phased approach to ensure its success. The first phase focuses on establishing the concert series in Kigali and creating a strong foundation for future expansion. This includes partnering with local organizations, training and upskilling local talent, and building relationships with international artists and industry professionals. The subsequent phases involve expanding to additional countries and scaling up operations while maintaining a focus on sustainability, inclusivity, and economic growth.
Cracking the Code for Africa’s Music Market
Despite the challenges and misconceptions surrounding Africa’s music market, there is a tremendous opportunity for growth and success. As highlighted by Dave Free, Kendrick Lamar’s collaborator and cofounder of pgLang, Africa’s music market remains largely untapped. By cracking the code and addressing key barriers, such as infrastructure, perception, and investment, Africa can become a vibrant and influential player in the global music industry. Move Afrika aims to pave the way for this transformation by creating a platform that celebrates Africa’s musical heritage, empowers local talent, and attracts international musicians to the continent.
